Creating or Hosting a Successful Community Event or Fund Raising Event

Introduction

Large or mid-sized fund raising events, such as concerts, golf tournaments, auctions, dinners, or walks and runs, can sometimes be an effective way to raise money for a nonprofit organization. However, there is nothing simple, easy or low-cost about any of these events. Even a small event at your house or in your yard, with just your friends has some costs and requires at least some planning and clear financial management. Larger events require even more planning, as well as coordination with other organizations as well.

In addition, community events -- carnivals, performances, day camps, lock-ins and other activities -- also come with many costs and require a lot of planning and coordination with other organizations in order to be successful and to not get anyone into financial trouble.

This page is meant to provide details of what it takes to create a successful fund raising or community event -- one that actually raises money for a nonprofit or charity or provides some kind of community benefit, and one that doesn't get anyone into financial trouble - which happens all too often. Most of the suggestions are for mid-sized and large events. There's an entire section on small, very simple fund raising activities as well.

Permission from the Organization

You will need written permission from the organization to hold a fund raiser or any event on its behalf. Contact the organization and tell them exactly what it is you want to do regarding this event, how you will conduct financial accounting for the money you make, including what budgeting apps you will use, how you want to advertise, etc., and ask about their rules for financial management, advertising, branding, and any other policies they may have that can affect your event. If they give you verbal agreement, then write an email or letter and say, "This is to confirm our conversation via phone/Skype/lunch at Arby's/whatever and your agreement that I will hold an event on such-and-such date to raise money for your organization."

If you want to hold an event for a person or family (to cover medical bills, to cover funeral expenses, etc.) make sure you have permission by the person or family to do so. Again, if they give you a verbal okay, then write an email or letter and say, "This is to confirm our conversation via phone/Skype/lunch at Arby's/whatever and your agreement that I will hold an event on such-and-such date to raise money for your son/daughter/mom/whatever."

If the event is to help children, the elderly or any other group, it's best to do such an event through an existing organization, to add legitimacy for your activity and provide the expertise and guidance you probably don't have on your own. Plus, it can remove a tax liability - if you deposit money in your bank account from a fundraising event, even if it's from this event and you donate it immediately, you may have to pay taxes on this!

If you think these steps are unnecessary, have a look at the Judge Judy episode from August 22, 2016 about two people that were supposed to do a fundraiser to raise money for medical expenses for a sick child.

Why Will People Want to Attend?

To make the event worthwhile, you must have lots of attendees that give you money.  

People do not attend fundraising events where the reason is: "This poor nonprofit is desperately in need of funds, please come give some money!"

People's time is at a premium. There is a lot of competition out there for people's spare time. Why would they want to spend their precious spare time at your event? Answering these questions can help:

• What do you envision as being the results of your event, beyond money raised, and how will you confirm/prove these results? For instance, are you going to also raise awareness about the lack of medical coverage for so many people?
  

• What is important about the organization or population that this event will benefit, and how will attendees know this or become more energized about this by the event? What will happen at the event that will achieve this?

• What's unique about your event, as opposed to all of the many, many other charitable events happening?

• Are there already charitable golf tournaments, walks or concerts or similar events happening in your area? Will those organizing these other, existing events resent your efforts? How will you assure the organizers of already-established similar events that you are not trying to take their donors, sponsors and volunteers or compete with their efforts?

Costs for Mid-Size to Large Events

No event is ever free. There are a number of things someone must pay for, or have donated. These include some or all of the following, depending on the size of the event and the venue (most of these won't apply to a small event at your house or in your yard, with just your friends):

• Rental cost for the venue
• Liability insurance
• Utilities/energy costs (lights, electricity, heat/air conditioning, etc.)
• Sound system
• Janitorial services
• Food and drinks (many venues will NOT allow you to bring in outside food and drink; they may require you to contract with their food services exclusively)
• Dishes and cutlery
• Tables and chairs
• Security
• Parking
• Onsite paid staff (to supervise or manage all of the above and related services, and even to manage volunteers)

• Performers/celebrities (not only their fees, but things like transportation and accommodation)
• Qualified staff to lead activities
• Criminal background checks and screening of all staff, including volunteers, particularly those who will interact with children or vulnerable populations, who will handle money, who will have access to contact information about participants (their credit card numbers, their home addresses, etc.)
• Legal permits
• Printed programs
• Advertising
• Postage
• Swag (t-shirts, pins, pens, mugs, etc.)
• Photography

A good way to anticipate all costs is to mentally imagine the event, from start to finish, as an attendee. Picture the person arriving at the event, and then everything that person will see and experience. As you picture each scenario, think "who will pay for that? who will provide that? who will be in charge of that? who will make that happen?"

Asking for donated services is easier said than done. Bars, restaurants, halls, venues, theaters, golf courses, parks and various other venues are asked constantly to have their facilities donated, and most refuse; they might have a reduced rate for a nonprofit event, but there will still probably be a rental fee. They will have to have staff at the event, to ensure grounds or facilities are not damaged, and those people must be paid.

The nonprofit organization or charity you are going to help with this event does NOT want to be asked to fund any of the costs of the event, including advertising, and they very likely don't want to be asked to staff the event. If you think the organization is going to pay for anything at all associated with the event, such as postage for a mailing about the event, or that they are going to staff the event, even attend the event, you need to have this agreement made in writing.

You will have to do a lot of research to determine where you will be holding the event. Budget will probably be the determining factor. What you actually want to do during the event will also influence your decision.

Logistics & Responsibilities

Even the most simple fund raising events don't magically happen without much work. Hours and hours of work takes place just so that an event begins on time. Again, you need to mentally imagine the event, from start to finish, as an attendee. Picture the person arriving at the event (even if its something simple at your house), parking, walking through the front door, and everything that person will see and experience. As you picture each scenario, think "who will make sure that happens? what will need to be done to make sure that's where it's supposed to be?"

Make a list of absolutely everything that needs to be done, and who will do each activity. Be as detailed as possible!

You will also need to do a detailed schedule of what needs to happen when. What will happen an hour before the event and who will do what? Two hours before the event? The morning of the event? The night before the event? The week before the event? Two weeks before the event?

How will you know each activity has been done? You must answer this question to ensure that everything is taken care of!

Sponsors

Sponsors are asked to pay a fee that helps cover the costs to hold the fundraising event, so that more of the funds paid by attendees go to the nonprofit or charity. Your goal with sponsors is to get enough money from them to pay for all costs of the event, so that 100% of the money generated by individual attendees goes to the charity or nonprofit.

Most of the organizations you approach to sponsor an event will have already received dozens, maybe hundreds, maybe even thousands, of requests to sponsor events. How will you distinguish your fundraising event from all those others such that a sponsor would want to fund your event?

What sponsors are looking for:

• a high-profile event that will generate a great deal of media and public attention (television coverage, chatter on online social networks, thousands of people attending, etc.)
  
• a high-impact event that has the potential to greatly raise awareness, even change perceptions or beliefs, regarding a particular cause
  
• a well-managed event with a documented system for how all costs and income will be accounted for and documentation on all logistics
  
• a very detailed budget for the event
  
• a projection of how much money, at minimum, you hope to raise for the organization
  
• all of the above proven in writing, in a detailed proposal
  

To find sponsors, you need to do a LOT of research about what companies are represented in your area and (1) what their charitable focus has been in the last 12 - 24 months and (2) what information they have online about their philanthropic activities. Your local library can help you find this information. You will use this information to make a list of potential sponsors. You then need to ask the nonprofit you are assisting and all volunteers who will be helping out if they have any connection to these companies in some way. Use these existing connections (friends and family of co-workers, past employees, etc.) to find out whom to contact at the organization regarding sponsorships. You may have to call the companies yourself, "cold", with no one to introduce you, to find out who sponsorship proposals should go to (it will be someone in the human resources, marketing or public affairs department if it's a large corporation).

Marketing

Marketing the event is the easy part! For a large or mid-sized event (rather than one you will have at your house, for instance), you can:

• Make posters and ask area businesses and organizations to display them in their windows
• Buy a mailing list and mail flyers to the addresses through regular postal mail
• Take out ads in newspapers
• Insert flyers into the bulletins of communities of faith (churches, temples and mosques)
• Create PSAs for local radio
• Send press releases to all local radio, TV, newspaper and community bloggers
• Ask all volunteers to post about the event to their online social networking profiles and to their blogs, and to email their friends and family about the event
• Create an online group and ask all volunteers to join the group and to encourage their friends and family to join such too.

Marketing for a mid-size or large event needs to get out early and often. People need to hear about the event, no matter the size, months in advance, and then again weeks in advance, and then again days in advance.

Track EVERY Donation in Writing

Keep a notebook or a spreadsheet and write down the name of every person who donates, and how much they donate. Thank these people after their donation with a card or postcard via postal mail. Keep them updated about your fundraising efforts and the work of the organization you fundraised on behalf of.

After the Experience

A few days after completion of the event, ask everyone involved in putting on the event about their experience. Bring them together for lunch for an informal discussion, or have all group members complete a survey on SurveyMonkey or Zoomerang. What did they like? What did they learn? What do they wish had been different? Document these results and think about how these results could be shared with others to ensure future events work as well or even better.

If you are involving volunteers to pull off this event, how will you thank the volunteers for their efforts? Are there any costs associated with your volunteer recognition, and who will cover those costs.

Simple, Easy, Low-Cost Fund-Raising Events

So, you've read the above and you have become completely overwhelmed. You have realized there is no way you have the time and resources to do a large fundraising event. Don't give up: there are simple, easy, low-cost fund-raising events you can do. While they have a much lower profile and won't bring in thousands of dollars, they will bring in money and create excitement for an organization and its cause. They work on a very personal level, and people appreciate their personal feel. Remember: you must have permission from the organization before you raise money on its behalf or try to speak on its behalf.

Ideas for very easy fundraising events are listed here.

 
Other Resources

Fundraising for Nonprofits: Special Events

The 10 Steps to a Successful Fundraising Event

How to Hold FUN Fundraising Events: Ideas for Success | eHow.com

How to Hold a Fundraising Spaghetti Dinner

 
Also see

Crowdfunding for a Personal Cause: A Sick Family Member, Someone in Dire Financial Crisis, Etc.

How you can advocate for an issue important to you

Fund Raising For a Cause or Organization

Finding Community Service and Volunteering for Teens

How to Find Volunteering Opportunities, a resource for adults who want to volunteer

Advice for Volunteer Groups / Group Volunteering.

Volunteering with Seniors.

Using Your Business Skills for Good - Volunteering Your Business Management Skills, to help people starting or running small businesses / micro enterprises, to help people building businesses in high-poverty areas, and to help people entering or re-entering the work force.

Advice for family volunteering - volunteering by families with children and, related, advice for teaching children compassion & understanding instead of pity with regard to poverty.

Volunteering To Help After Major Disasters.

How to Make a Difference Internationally/Globally/in Another Country Without Going Abroad

Details on how to quickly fill a community service obligation from a court or school.

Ideas for Leadership Volunteering Activities
These are more than just do-it-yourself volunteering - these are ideas to create or lead a sustainable, lasting benefit to a community, recruiting others to help and to have a leadership role as a volunteer. These can also be activities for the Girl Scouts Gold Award, the Duke of Edinburgh's Award (U.K.), a mitzvah project, or even scholarship consideration.

Ideas for Creating Your Own Volunteering Activity.

Donating Things Instead of Cash or Time (In-Kind Contributions)

Group Volunteering

How to complain about your volunteering experience.

Helping People Address Their Problems with Plastic
How to mobilize a community to clean up plastic bottles, plastic bags and other plastic waste from their environment, and how to reduce their use of such items in the future

Ideas for Funding Your Volunteering Abroad Trip.

Details on volunteering abroad (volunteering internationally).

 
 
 
 
Suggested books:

 
Planning Special Events (J-B Fund Raising School Series)

 
Fundraising When Money Is Tight: A Strategic and Practical Guide to Surviving Tough Times and Thriving in the Future (The Mal Warwick Fundraising Series)

 
199 Fun and Effective Fundraising Events for Nonprofit Organizations

 
Raising More Money: The Ask Event Handbook

 
Doing Good Together: 101 Easy, Meaningful Service Projects for Families, Schools, and Communities

 
Engage Every Parent!: Encouraging Families to Sign On, Show Up, and Make a Difference

 
Legal Answer Book for Fund-Raisers Set, Set Contains:First and Second Legal Answer Books for Fund-Raisers

 
Start Your Own Event Planning Business